Timberland has opened up a temporary pop-up booth for its Earthkeepers brand at the Flatiron Pedestrian Plaza in New York City this week. Made with reclaimed and recycled materials, the booth showcases the latest eco-minded footwear from the Timberland Fall 2011 Collection and also educates and inspires consumers to be heroes for nature.

Brand activists will be deployed in the area surrounding the Earthkeepers pop-up booth to reward unsuspecting New Yorkers for random acts of Earthkeeping, including simple, everyday acts such as recycling a water bottle or carrying a reusable shopping tote.

Consumers will also have an opportunity to plant a tree via the Timberland “Plant a Tree” application (on the Timberland Facebook page  (you plant a virtual tree, they’ll plant a real one).  Timberland has already planted over one million trees worldwide, and has committed to planting five million more by 2015.  In addition, a representative from “Million Trees NYC” will be on-hand to educate consumers about local tree planting efforts, and how they can get involved in their own neighborhoods.

The booth will be open from 11 a.m. to 6 p.m. daily. Another will take place in San Francisco next month.